Culture secretary Andy Burnham launched the free online Diagonal Thinking tool at the Creative Britain in Golden Square event. It claims to be a unique psychometric test, which has been developed on behalf of the IPA (Institute of Practitioners in Advertising).
Said to be the culmination of a five-year project, Diagonal Thinking aims to validate the hypothesis that to get to the top in advertising you must be both a linear and lateral thinker.
The launch of the tool comes as the Government looks to showcase its Creative Economy Programme, an initiative launched by the Department of Culture Media and Sport.
Hamish Pringle, director general of the IPA, said: We very much hope this tool will be become a standard part of the recruitment process and help IPA member agencies attract a more diverse and talented workforce. It’s about how you think, rather than your background, that really makes you successful in this business.
Alongside Burnham, others speaking at the event included advertising guru Lord Maurice Saatchi, and chairman of the London Design Festival Sir John Sorrell.
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